DIGITAL / IDENTITY / PRINT
MAM BABYARTIKEL GMBH
A global baby-care brand founded in Vienna in 1976, asked us to design a new website and online shop. What began as a digital brief grew, in close collaboration with the team, into a broader refinement of the brand itself.
It started with the UX and UI of a new website and shop experience. The focus was clarity: a clear structure, and an intuitive journey from first visit to checkout.

That digital direction became the spark for a comprehensive update of the visual identity, clarifying how the typography is used, refining the colour palette, and setting clearer guidelines around both.

It all came together in a comprehensive brand book, giving teams across markets a single reference to design from.

MAM already had strong foundations so our aim wasn’t to reinvent the wheel. Instead, we focused on clarity and cohesion, ensuring the brand reads as one wherever it appears.
A MARK FOR 50 YEARS
In 2026, MAM turns 50.

We developed a dedicated anniversary mark, anchored in the brand's most recognisable form, but flexible enough to carry messaging about the milestone across global campaigns and in-store. Online and offline, MAM are ready for the next 50 years.
CREDITS
Designed and crafted by Robert Larsen/Formgiverne
Technical development by Moonshiner
CLIENT QUOTE
"Robert combines outstanding UX/UI design expertise with strong business understanding, quickly translating challenges into smart, creative, and user-friendly solutions.

I highly value his proactive mindset, collaborative approach, and the high quality of his work."
– Edith Burghofer-Skorpik,
MAM Babyartikel GMBH
RELATED WORK

© FORMGIVERNE 2026

ALL
CRAFT
DIGITAL
IDENTITY
MERCH
PRINT
Champagne Bourgeois-Diaz
CRAFT / DIGITAL / IDENTITY / MERCH / PRINT
CHAMPAGNE BOURGEOIS-DIAZ
A house making champagne entirely by hand, without chemicals or shortcuts. We made the identity the same way.
MAM Babyartikel GMBH
DIGITAL / IDENTITY / PRINT
MAM BABYARTIKEL GMBH
A global baby-care brand founded in Vienna in 1976, asked us to design a new website and online shop.
IDENTITY / PRINT
BRUNO BIENAIMÉ
A winemaker who decided to leave the AOC – France's wine appellation system – it meant losing the right to specify grape varieties on his labels.
DIGITAL / IDENTITY
AKADEMIRAADET
The Royal Academy of Fine Arts advises the Danish state on artistic matters. It needed a digital home with the same standing.
Svogerslev Kro
CRAFT / DIGITAL / IDENTITY / MERCH / PRINT
RESTAURANT MØNTERGADE
On the corner of Møntergade and Gammel Mønt, Restaurant Møntergade serves refined smørrebrød.
Champagne Bonnet-Ponson
DIGITAL / IDENTITY
CHAMPAGNE BONNET-PONSON
A Champagne house that works biodynamically in the Montagne de Reims, letting the terroir speak for itself.
Champagne Domaine De Bichery
CRAFT / DIGITAL
CHAMPAGNE DOMAINE DE BICHERY
For Désir Noir, a 500-bottle cuvée, we set out to make the label an artwork in its own right – one painting, divided between every bottle.
Skipperhuset Fredensborg
CRAFT / DIGITAL / IDENTITY / PRINT
SKIPPERHUSET FREDENSBORG
The restaurant sits in listed buildings on Esrum Lake, behind Fredensborg Palace.
Helges Ost
CRAFT / DIGITAL / IDENTITY / PRINT
HELGES OST
What started as one small, slightly chaotic cheese shop on Værnedamsvej.
DIGITAL
APÉRO
Apéro means a glass and a bite at an odd hour. We wanted the site to feel like that too.
CRAFT / DIGITAL / IDENTITY / PRINT
COUNTRY AIR
A Danish menswear built on Italian craft and one particular landscape – the fjord the founder grew up beside.
Himmelbjerget
DIGITAL / IDENTITY
HIMMELBJERGET
One of Denmark's best-known landscapes. Tårnkomiteen asked us for a digital platform to look after its history – which turned into a new identity as well.
IDENTITY / PRINT
COLLECTION ALINE
A collection that brings a group of independent growers together under one limited series.
DIGITAL
ÄLTE CHAMPAGNE
A young champagne house in the western Marne Valley asking why Champagne is made the way it is.
DIGITAL / PRINT
BROOKLYN BREWERY
For the global launch of Brooklyn Pilsner, we were the design side of the team.
DIGITAL / PRINT
BAR SPORTIF
The sporty kid brother of Apéro – comfort food, good drinks and tasty wines.
CRAFT / DIGITAL / IDENTITY
BATEMAN'S
For a business built on language, we let the typography do most of the talking.
La Banchina
DIGITAL / IDENTITY / MERCH
LA BANCHINA
A small seasonal restaurant in an old customs house on the Refshaleøen waterfront.
Roskilde Festival
CRAFT / DIGITAL / IDENTITY / PRINT
ROSKILDE FESTIVAL
The identity for Roskilde Festival 2017 came out of the festival's graffiti culture.
Oliviers & Co
CRAFT / DIGITAL
OLIVIERS & CO
When opening a second Copenhagen shop in Torvehallerne, the signage had to hold its own in a loud, crowded market hall.
Champagne Petit Clergeot
CRAFT / PRINT
CHAMPAGNE PETIT CLERGEOT
A restless young winemaker, pushing at the edges of Champagne – sometimes quietly, sometimes not.
DIGITAL
REFRAMED
An artist-led gathering around figurative art. We came in late, with a launch date close, and built the website in a matter of days.
DIGITAL / IDENTITY / MERCH
NØGENVIN
"Nøgen" means naked in Danish – a fair name for a range of clean, unfiltered wines, and an excuse for an equally unfiltered tone.
Lyngby Porcelæn
CRAFT
LYNGBY PORCELÆN
A candleholder for Lyngby Porcelæn, built on one of the most recognisable shapes in Danish porcelain.
Des Pieds Et Des Vins
CRAFT / PRINT
DES PIEDS ET DES VINS
A collective of biodynamic Champagne growers.
CRAFT / DIGITAL / IDENTITY / PRINT
BOTTI
A small wine bar and shop on Frederiksberg, named after the big Italian barrels wine ages in.
Chambre By Correll
DIGITAL / IDENTITY
CHAMBRE
A private dining by a chef out on his own. The identity had to feel classical without feeling stiff.
Extra Brut Vinimport
CRAFT / DIGITAL / IDENTITY / MERCH / PRINT
EXTRA BRUT VINIMPORT
A low-intervention wine import. We gave them an identity with a classic base and room to loosen up.
CRAFT / DIGITAL
GOODS
When Goods closed for a renovation, we built them a temporary website.
Svogerslev Kro
DIGITAL / IDENTITY
SVOGERSLEV KRO
A Danish inn dating back to 1727. The new identity had to sit comfortably inside timber-framed walls without feeling stuck in them.
Terrible
CRAFT / DIGITAL / IDENTITY / PRINT
TERRIBLE
A niche wine company distributing to Paris restaurants. The name is an insult the founder decided to keep.
CRAFT / DIGITAL / IDENTITY / PRINT
LA ROAR LIFE SCIENCE
A Danish supplement brand for fertility, pregnancy and postnatal health.
Lægeklinikken Sankt Hans Torv
DIGITAL / IDENTITY / PRINT
LÆGEKLINIKKEN SANKT HANS TORV
A Copenhagen medical practice. The new owner wanted it to feel less like a clinic and more like the building it's in.
L'eurasienne
CRAFT / DIGITAL / IDENTITY / MERCH / PRINT
L'EURASIENNE
A restaurant in Épernay serving Vietnamese and Italian food – two cuisines that shouldn't go together, and somehow do.
CRAFT / DIGITAL / IDENTITY / MERCH / PRINT
AU BON MANGER
A small épicerie in Reims. There was no logo, no print, no website when we started – just Aline and Eric, and a very particular point of view.
DIGITAL / IDENTITY
NIMA LIFE
A clinical diagnostic tool for healthcare professionals. The identity had to be precise enough for a hospital, and human enough for what it's actually about.